Mike McGrail, LITE 2016

The Importance of PersonasMike McGrail

Marketing Director

Do you know who your customers and prospects are?

Personas help that understanding

What do you need to know?

Current job role, skills and career path to this

point

Their personality and personal background

Their goals and objectives

The problems they face

What may be their objections?

Recognise anyone?

Gathering the Info?• Internal sessions with all

teams• Look at job specs, LinkedIn

and be a stalker • Interviews with customers

Then What?• Create the Persona docs –

presentation and posters and make centrally available

• Take all teams through face-to-face and consider feedback

• Ensure they’re front of mind• Refresh quarterly

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